"Fries" is part of the advertising platform known internally as "Conversations" - depicting 3 guys who sit and chat at McDonald's about everything and anything.This execution centres around the frustration one of the protagonists experiences every time he eats McDonald's with his girlfriend. It is based on the universal truth that even if you THINK you don't want fries, the minute they are in view, you want them, even if they are not yours to have.